Paige Davis of “Trading Spaces” Is New Ad Spokesperson for R.C. Willey

June 18, 2008  by in UnCategorized   

By Home Furnishings Business in Advertising on June 2008 Television personality Paige Davis, host of The Learning Channel’s hit series “Trading Spaces,” is serving as spokesperson for a major new advertising campaign for Salt Lake City-based R.C. Willey.

The campaign, which launched throughout R.C. Willey’s five markets in the Western United States on Monday, features television, newspaper, radio, Internet and outdoor billboard advertising. All of the new ads feature Davis, working for the first time on behalf of R.C. Willey .

The largest furniture dealer west of the Mississippi – and a subsidiary of Berkshire Hathaway – R.C. Willey has stores throughout Utah’s Wasatch Front, as well as Boise, Idaho; Sacramento, California; Reno, Nev., and two in the Las Vegas area.

The popular and personable Davis is a perfect fit for R.C. Willey’s new brand and direction, said R.C. Willey President Jeff Child.

“People know Paige from TV and trust her as someone with style, taste and flair,” Child said. “Those attributes make her the perfect personality to embody the R.C. Willey brand. She is bright, charming and fun--and will make our customers feel at home.”

The new R.C. Willey campaign--geared around the theme, “Your Home, Your Way,”--was produced by Salt Lake City-based advertising agency Love Communications, which became R.C. Willey’s agency of record in early March. The television commercials and other creative elements featuring Davis were shot on location at R.C. Willey’s Summerlin, Nev., store in the Las Vegas area in late April.

A certifiable hit (with an average of 4 million viewers at its peak), TLC’s “Trading Spaces” premiered in 2000. Davis is currently in production on 24 new episodes of “Trading Spaces,” scheduled to air on TLC this fall.

The new commercials, newspaper inserts and outdoor billboards are “really going to make people stop and take notice,” said Clark Yospe, marketing vice president for R.C. Willey. “It’s unlike anything we’ve ever done before, and it’s a bold step forward for our overall brand.”

Davis also will have a large presence on the R.C. Willey Web site, rcwilley.com, and will make personal appearances at R.C. Willey store locations later in the year.

“I love working with R.C. Willey! It’s important to me to work for a store that carries items I actually want to put in my own home, and R.C. Willey totally fits the bill,” said Davis, who’s also starred on Broadway in the musical “Chicago” and appeared on many TV talk and variety shows. “I had so much fun with these commercials. I felt like I was able to bring my own voice to the spots, and I hope that works well.”